2C Creative and Flipeleven Creative are forming a separate digital joint venture that draws on their respective strengths in order to offer clients "360 capabilities."
This new Flip2C division will specialize in websites, apps, micro-sites, display ads, takeovers and mobile-first products and activations, as well as the scaled video capabilities and best practices to serve diverse platforms like Vine, Snapchat, Facebook and Instagram.
The JV is already working with clients. The unit has produced a multi-spot campaign for The Weather Channel app. The comprehensive campaign, designed for both broadcast and digital use, features three original spots, as well as optimized versions for Facebook and Snapchat.
The Snapchat storyline is broken up into a three-part series that encourages viewers to follow along. Flip2C also produced multiple banners, display ads and a complete webpage takeover on CBSSports.com/golf.
Both agencies will continue to operate individually as well. The 25-staff 2C specializes in areas of content, marketing campaigns, sizzle reels, motion graphics and special effects, while 15-person Flipeleven offers technical abilities in creating unique interface designs and animated user experiences for any web-ready device.
Meanwhile, Flip 2C will pull talent from both sides. The arrangement is designed to be fluid, they say. There's no set office space or dedicated team members. "Depending on the creative sensibility or deliverables, we will divide and conquer,” stated 2C creative founder/chief creative officer, Chris Sloan and Kyle Buckley, partner and executive producer of Flipeleven Creative. "It's not as simple as 2C takes video and motion design and Flip takes digital video and coding assets. We both have crossover expertise, so it depends on project and pitch."